{"id":834,"slug":"client-bjf-profile","title":"B&J customer profile — legal entity, sub-brands, verticals, geography, sites, leadership","kind":"reference","scope":"client-case-studies","status":"current","audiences":["kevin","candid-team","client-prospect"],"topics":["petro-canada","davis-mccauley","client-boucher-jones","case-study-source","client-profile","multi-vertical-distributor"],"reference_body":"## Legal entity\n\nBoucher & Jones Fuels. **[Verified]** — appears as the customer name across every project document.\n\n## Trade names / sub-brands\n\n- **Boucher & Jones Fuels** — primary B2B and residential brand\n- **Davis & McCauley Fuels** — London-area brand, recently acquired; being absorbed into B&J's digital presence via a transition-page strategy rather than a hard cutover. **[Verified — `Davis_and_McCauley_Fuels_to_Boucher_and_Jones_Fuels__Digital_Transition_Audit.md`]**\n\n## Industry / vertical\n\nPetro-Canada **authorized wholesale marketer** (specific contractual designation, not a generic \"distributor\" label). Distributes diesel (clear and coloured), furnace oil, propane, gasoline, lubricants, DEF, and specialty fuels. Operates cardlock fuel sites under the Petro-Pass and SuperPass networks. **[Verified]**\n\n## Four customer verticals (first-class in both site IA and CRM data model)\n\n1. Agriculture\n2. Fleet & commercial\n3. Construction\n4. Residential / home heating\n\n**[Verified — appears across `crm_project_plan.docx`, `BoucherJones_MarketingSite_TechStack.docx`, `capability-audit-content.json`]**\n\n## Geographic footprint — southwestern Ontario\n\n**Nine counties / fifteen named cities served.**\n\nCounties: Waterloo Region, Wellington, Perth, Oxford, Middlesex, Elgin.\n\nCities: Waterloo, Kitchener, Cambridge, Guelph, Stratford, London, St. Thomas, Woodstock, Strathroy, Ingersoll, Tillsonburg, Listowel, Fergus-Elora, Aylmer, Mount Forest.\n\n**[Verified — page inventory from pre-launch audit]**\n\n## Owned cardlock and depot sites (7 total)\n\n- Waterloo cardlock — 155 Roger St\n- Cambridge cardlock\n- Guelph cardlock — 504 Imperial Rd\n- Fergus cardlock\n- Stratford cardlock — 191 Frederick St\n- London depot — 660 Clarke Rd\n- St. Thomas depot — 111 Harper Rd\n\nStratford and Guelph are documented 24/7 cardlocks with existing Google Business Profile assets. **[Verified — pre-launch audit]**\n\n## Headquarters\n\nWaterloo, Ontario. **[Verified]**\n\n## Years in business\n\n60+ years — *\"keeping our communities warm for over 60 years.\"* **[Single-source — appears in existing creative asset, not externally verified]**\n\n## Ownership\n\n**Michael DeLeye** is President of both Boucher & Jones Fuels and Davis & McCauley Fuels. **[Verified — Manifold Phase 3 brief names the dual presidency]**\n\n## Petro-Canada relationship\n\nB&J is a Petro-Canada **authorized wholesale marketer**. Specific contractual designation, not generic. Surfaced explicitly in new site copy as a credibility anchor. **[Verified — pre-launch audit]**\n\n## Company size\n\n**[Unknown]** — no documented headcount, revenue, delivery volume, or active-account count. Need Michael to provide. See [[client-bjf-data-gaps-needs-followup]].","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"client-bjf-case-study-source-v1","title":"Boucher & Jones Fuels — case-study source material, v1 (parent index)","kind":"reference","scope":"client-case-studies","link_type":"relates-to"}]},"created_at":"2026-05-24T00:26:55.411Z","updated_at":"2026-05-24T00:26:55.411Z"}